Research On The Competition Strategy Of Z Comprehensive Service Platform Of Cross-border E-commerce

As the new commercial activity of global e-commerce, cross-border e-commerce,namely the cross-border trade on the internet, has become the global hot industry with the best growth performance.With the continuous development of the integration of global economy, and against the backdrop of China has entered the WTO, cross-border e-commerce has become an important national strategy and has gradually become the new economic growth point. As the unleashing of the reform dividend, the living standards of people has been on the rise, and the cross-border e-commerce enterprises spring up like mushrooms which influence the consuming habits of Chinese. Booming demand of cross-border shopping and and fast development of cross-border e-commerce give rise to a new enterprise type, namely comprehensive service platform of cross-border e-commerce. Comprehensive service platform of cross-border e-commerce specializes in cross-border e-commerce related operations like logistics, custom clearance, inspection and quarantine, payment, foreign exchange settlement,tax reimbursement and son on, and provides standard, efficient and convenient comprehensive service of the cross-border e-commerce to various small and medium enterprises in China. However, with the increasing number of the comprehensive service platform of cross-border e-commerce, competitive homogeneity of different platforms has become more and more common. How to control cost amid fierce competition,provide differentiated products and further increase market shares are the problems required the consideration and solutions for various comprehensive service platform of cross-border e-commerce.The dissertation pinpoints one supply chain company in Guangdong Province, namely Z comprehensive service platform of cross-border e-commerce(hereinafter referred to as Company Z), as the case study. It uses the Enterprise Development Strategy Theory to focus on the market status quo, market scale and competition pattern of e-commerce,and utilizes analysis tools of Enterprise Strategy. Based on the Enterprises Resource-based View, it analyzes the five threats of the external competitive environment with the Michael Porter’s Five Forces Model, analyzes the value, scarcity and imitability of various resources and capability of Company Z with VRIO analysis framework. Based on the analysis of the internal and external environment of Company Z, it analyzes the choice of strategy of Company Z by using SWOT, and put forward the competition strategy of Company Z. Afterall the analysis, the author deems that the national service platform of cross-border e-commerce is at the fast development process, it shall greatly explore the depth and breadth of its value chain,establish of comprehensive service system that can cope with various needs of costumers, set foot in unique resource advantages to maintain the competitiveness.Every company has its unique resource, capacity, and special development trail. Based on the analysis of Company Z, the author aims to sort out the the development strategy of comprehensive service platform of cross-border e-commerce, analyze the common problems in the strategy choices and implementation of those comprehensive service platform of cross-border e-commerce and provide reference for the development of comprehensive service platform of cross-border e-commerce.